Promotion Manager
HOW TO BECOME A PROMOTION MANAGER
Promotion managers boosts product and service sales for a brand, club, federation, or professional league through attractive offers. This career offers many opportunities, working in a booming sector that attracts numerous stakeholders.
What is the sports industry?
The sports market is worth a total of 38 billion euros in France. With an average annual growth rate of 4.8%, double that of global GDP growth, the sports sector is going from strength to strength. The sporting goods market plays an important role in the development of this economy. In fact, manufacturers and distributors generate total sales of 12 billion euros. If we take into account all the production and service activities linked to the sector, there are several hundred thousand employees.
One of the reasons why the sport business is doing so well is that the French are particularly keen on physical activity: 45% of them take part in sport more than once a month, and 72% even do so once a week. Many also follow sporting events. Promotion managers work in BtoB (Business to Business) or BtoC (Business to Consumer) sales.
What are the duties of a promotion manager?
Sports promotion managers, or sports marketing and promotion managers, are professionals in charge of promoting a sports product or service. Their goal is to promote a product, a product range, a club, a federation, a league or a sports facility.
Depending on the size and status (non-profit or private company) of their organization, they may report to the general manager, the sales manager or to the marketing manager. In fact, sports promotion and marketing managers may play different roles depending on the type of organization they work for. When working for a non-profit, their primary goal will be to publicize their organization’s activities and secure funding. In the corporate world, they will be tasked with generating turnover through the sale of products or services. Depending on the organization, their work will be more or less focused on events organization or pure sales.
Before launching the promotion of a product or a service, they first help define a prospecting strategy for a given geographical area. After defining the territory’s needs through a market study, they put forth possible solutions and means to meet these expectations. Promotion managers are true project managers. When prospecting, they set up meetings with both private and public stakeholders to negotiate a sale, a partnership or to implement loyalty-building initiatives. They are also responsible for relations with the press.
Similarly to a communication officer, to promote a product or a service, they draw up a communication plan that includes several potential strategies. For example, this may involve organizing events to support a sales promotion, devising different visual communication media to showcase the operation, or offering exceptional discounts to customers. They keep a regular eye on sales figures and report to line management on actions taken and completed.
Key qualities and skills required of a promotion manager
Promotion managers in the field of sports are, of course, passionate about their field of work, are perfectly aware of financial stakes in sports business, and have good knowledge of the sporting world. They should be diligent and organized, master project methodology and be perfectly familiar with marketing and communication tools. In short, they must be project managers. Sports marketing and promotion managers are dynamic individuals with strong analytical skills and a flair for synthesis.
On top of the professional skills required to successfully carry out their tasks, these sports professionals must also be salespeople at heart, with a results-oriented culture and a love of challenge. Pugnacious yet patient, they can easily rally people around them, both those needed to bring a project to fruition and their colleagues. In other words, they know how to build good relationships with everyone. Astute communicators and clever negotiators, they nurture their network and know how to convince other people of their ideas. As proactive individuals, they are always ready with original ideas for the best offers. Finally, those who have this career in mind should make sure to be resistant to pressure, since promotion managers must deal with a lot of stress every day!
Salary range and career prospects
A promotion manager’s income is variable and depends on years of seniority and on the type of organization that employs them. For instance, their salary will be much lower in a non-profit organization than in a corporate environment. On average, entry-level promotion managers can expect to earn between €2,000 and €2,600 gross per month (or €26K to €32K per annum).
After several years’ experience, promotion managers can move on to other positions, such as facility management, marketing and communication, or public relations.
What are the qualifications required to become a promotion manager?
Individuals aiming for the career of promotion manager should hold at least a 3-year higher education degree. However, students can start with a 2-year college course, such as a French BTS MCO (operational sales management) or a French DUT TC (marketing techniques).
Upon completing these courses or right after graduating from high school, students are advised to enroll in a Bachelor’s in Sports Marketing. Later, it may be worthwhile to study for a Master’s in Sports Business, at a business or marketing school.
Before becoming a promotion manager, it’s a good idea to start out in a position with fewer responsibilities, such as sales assistant or assistant to the promotion manager. Positions such as these may help future promotion managers develop expertise in marketing and negotiation.
The sports market is worth a total of 38 billion euros in France. With an average annual growth rate of 4.8%, double that of global GDP growth, the sports sector is going from strength to strength. The sporting goods market plays an important role in the development of this economy. In fact, manufacturers and distributors generate total sales of 12 billion euros. If we take into account all the production and service activities linked to the sector, there are several hundred thousand employees.
One of the reasons why the sport business is doing so well is that the French are particularly keen on physical activity: 45% of them take part in sport more than once a month, and 72% even do so once a week. Many also follow sporting events. Promotion managers work in BtoB (Business to Business) or BtoC (Business to Consumer) sales.
Sports promotion managers, or sports marketing and promotion managers, are professionals in charge of promoting a sports product or service. Their goal is to promote a product, a product range, a club, a federation, a league or a sports facility.
Depending on the size and status (non-profit or private company) of their organization, they may report to the general manager, the sales manager or to the marketing manager. In fact, sports promotion and marketing managers may play different roles depending on the type of organization they work for. When working for a non-profit, their primary goal will be to publicize their organization’s activities and secure funding. In the corporate world, they will be tasked with generating turnover through the sale of products or services. Depending on the organization, their work will be more or less focused on events organization or pure sales.
Before launching the promotion of a product or a service, they first help define a prospecting strategy for a given geographical area. After defining the territory’s needs through a market study, they put forth possible solutions and means to meet these expectations. Promotion managers are true project managers. When prospecting, they set up meetings with both private and public stakeholders to negotiate a sale, a partnership or to implement loyalty-building initiatives. They are also responsible for relations with the press.
Similarly to a communication officer, to promote a product or a service, they draw up a communication plan that includes several potential strategies. For example, this may involve organizing events to support a sales promotion, devising different visual communication media to showcase the operation, or offering exceptional discounts to customers. They keep a regular eye on sales figures and report to line management on actions taken and completed.
Promotion managers in the field of sports are, of course, passionate about their field of work, are perfectly aware of financial stakes in sports business, and have good knowledge of the sporting world. They should be diligent and organized, master project methodology and be perfectly familiar with marketing and communication tools. In short, they must be project managers. Sports marketing and promotion managers are dynamic individuals with strong analytical skills and a flair for synthesis.
On top of the professional skills required to successfully carry out their tasks, these sports professionals must also be salespeople at heart, with a results-oriented culture and a love of challenge. Pugnacious yet patient, they can easily rally people around them, both those needed to bring a project to fruition and their colleagues. In other words, they know how to build good relationships with everyone. Astute communicators and clever negotiators, they nurture their network and know how to convince other people of their ideas. As proactive individuals, they are always ready with original ideas for the best offers. Finally, those who have this career in mind should make sure to be resistant to pressure, since promotion managers must deal with a lot of stress every day!
A promotion manager’s income is variable and depends on years of seniority and on the type of organization that employs them. For instance, their salary will be much lower in a non-profit organization than in a corporate environment. On average, entry-level promotion managers can expect to earn between €2,000 and €2,600 gross per month (or €26K to €32K per annum).
After several years’ experience, promotion managers can move on to other positions, such as facility management, marketing and communication, or public relations.
Individuals aiming for the career of promotion manager should hold at least a 3-year higher education degree. However, students can start with a 2-year college course, such as a French BTS MCO (operational sales management) or a French DUT TC (marketing techniques).
Upon completing these courses or right after graduating from high school, students are advised to enroll in a Bachelor’s in Sports Marketing. Later, it may be worthwhile to study for a Master’s in Sports Business, at a business or marketing school.
Before becoming a promotion manager, it’s a good idea to start out in a position with fewer responsibilities, such as sales assistant or assistant to the promotion manager. Positions such as these may help future promotion managers develop expertise in marketing and negotiation.
